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Swedish agency Appelgren Friedner joins Live Nation

Live Nation has joined forces with Appelgren Friedner, a Stockholm-based booking agency representing some of Sweden’s most popular artists.

Founded in 2015 by agent Lisa Appelgren (formerly of Pitch & Smith Sweden and the Agency Group) and local promoter Uno Friedner, Appelgren Friedner and its roster become part of Live Nation Sweden on 15 August 2019. Making the jump include artists Sabina Ddumba, Jëlly, Jonas Lundqvist, Cherrie, Movits! and Tensta Gospel Choir, as well as Appelgren Friedner’s Georgios Kalafatidis.

“I am very happy to welcome Appelgren Friedner into the Live Nation fold,” says Markus Wiking, Live Nation Sweden’s COO, local artists. “I have great respect for both Uno and Lisa, and together we will develop and continue to build on the artists they work with today. It will be fantastic to bring their knowledge and expertise in house.”

“I have great respect for Uno and Lisa, and together we will develop and continue to build on the artists they work with”

Other Live Nation businesses in Sweden include leading promoter Luger and festivals Summerburst, Sweden Rock and Lollapalooza Stockholm.

“We have run Appelgren Friedner for four years and now we are ready for new challenges,” say Friedner and Appelgren in a joint statement. “Becoming part of Live Nation and getting an expanded platform creates fantastic opportunities for our artists. We are excited to take us, and our artists, to the next level.”

The agency is Live Nation’s 13th acquisition or equivalent of 2019, following the buy-out of Polish promoter Go Ahead, announced on Monday.


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